Fernando Machado, Global Chief Marketing Officer, Restaurant Brands International, is one of the six global marketers shortlisted for this year's WFA Global Marketer of the Year award in partnership with The Drum.
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Read The Drum interview with Fernando: Burger King's Fernando Machado - CMOs must kill short-term thinking in a crisis
Fernando is a global marketer with a passion for growing brands and businesses. With more than 160 Lions in Cannes (8 GPs, including 2 Titanium GPs), 24 D&AD Yellow Pencils, 1 D&AD Black Pencil, and 2 Grand Effies in North America, Fernando is known for pushing the creative boundaries to drive business growth.
Currently as Global CMO at Restaurant Brands International, Fernando’s focus is infusing Burger King, Popeyes and Tim Hortons with purpose (incl. sustainability), improving product quality, modernizing design, and inspiring the organization around tech, digital and brand development.
Prior to joining BK, Fernando worked for 18 years at Unilever. Starting as an intern, he moved up the ranks working different product categories and brands, including Dove where he led the groundbreaking "Beauty Sketches" (Titanium GP in 2013).
What are the things he's most proud of this year?
“It's been a tough year for all of us. With that said, there are a couple of work-related things that make me really proud, especially when considering the circumstances we faced.
We are removing ingredients from artificial sources from all our food across our brands all over the world.
We dramatically stepped up efforts to reduce our environmental footprint. From partnering with scientists to find ways to reduce methane emissions to testing circular packaging, we created a structured plan and are setting science-based targets for carbon emissions.
We made good progress when it comes to diversity and inclusion. We reached 100% Corporate Equality Index (LGBTQ+), defined clear targets, and made public commitments around how we will continue to step up, both internally and externally.
Finally, all our countries leveraged our brands as a force of good during the pandemic. From donating more than 2 million meals to supporting healthcare professionals and first responders. We also helped small independent restaurants by providing our social media space to advertise their services.”
Also shortlisted for WFA Global Marketer of the Year 2020 are:
- Andrew Garrihy, Global Chief Brand Officer, Huawei Consumer Business Group & Western Europe Chief Marketing Officer
- Lisa McKnight, SVP and Global Head of Barbie and Dolls Portfolio, Mattel
- Ivan Pollard, SVP, Global Chief Marketing Officer, General Mills
- Marc Pritchard, Chief Brand Officer, Procter & Gamble
- Jane Wakely, Lead CMO, Mars Inc.